Pengaruh Event Marketing Terhadap Brand Image (studi Kasus Pt Summarecon Bandung Pengguna Jasa Event Organizer Pt Deal Pro Di Tahun 2020 )

Abstract

ABSTRAK Persaingan ketat di dunia bisnis merupakan fenomena global yang melanda hampir seluruh negara-negara maju dan berkembang. Berbagai perusahaan berskala regional, nasional dan internasional bermunculan mewarnai dinamika perekonomian suatu Negara. Dalam konteks persaingan bisnis tersebut, masing-masing perusahaan berupaya maksimal mengimplementasikan strategi pemasaran dalam rangka meningkatkan penjualan produk serta mempertahankan brand image dan pangsa pasarnya. Kegiatan pemasaran melalui event marketing merupakan salah satu strategi pemasaran yang dianggap dapat berkompetitif guna menghadapi persaingan. Event marketing pun semakin marak dikalangan pelaku bisnis yang dapat mempertahankan maupun meningkatkan brand image dari perusahaan itu sendiri agar mendapat citra yang baik dari pelanggan perusahaan tersebut.. Penelitian ini bertujuan untuk mengetahui seberapa besar peranan perusahaan jasa event organizer dalam melakukan kegiatan promosi melalui event marketing terhadap brand image perusahaan Summarecon Bandung. Penelitian ini menggunakan metode kuantitatif dan jenis penelitian deskriptif. Pengambilan sampel dengan cara non probability sampling, dengan jumlah responden sebanyak 100. pengumpulan data melalui kuesioner sebanyak 100 responden. Uji data menggunakan uji validitas, uji reabilitas, analisis menggunakan regresi linier sederhana dan uji t. Berdasarkan hasil analisis deskriptif mengenai variabel event marketing diperoleh persentase sebesar 83,95% angka tersebut berada pada kategori sangat baik, sedangkan mengenai variabel brand image diperoleh persentase sebesar 85,77% angka tersebut berada pada kategori sangat baik. Berdasarkan hasil regresi linier sederhana diperoleh hasil Y = 6.439 + 0,728 X. Berdasarkan hasil uji koefisien determinasi dapat disimpulkan bahwa variabel Event Marketing (X) berpengaruh secara signifikan terhadap brand image (Y) pada Summarecon Bandung. Kata Kunci :Event Marketing , Brand Image ABSTRACT Intense competition in the business world is a global phenomenon that affects almost all developed and developing countries. Various regional, national and international companies have sprung up to color the dynamics of a country's economy. In the context of business competition, each company makes every effort to implement marketing strategies in order to increase product sales and maintain its brand image and market share. Marketing activities through event marketing is a marketing strategy that is considered to be competitive in order to face competition. Event marketing is increasingly prevalent among business people who can maintain and enhance the brand image of the company itself in order to get a good image from the company's customers. This study aims to determine how big the role of event organizer service companies in carrying out promotional activities through event marketing of the Summarecon Bandung company brand image. This research uses quantitative methods and descriptive research types. Sampling was done by means of non probability sampling, with the number of respondents as many as 100. data collection through a questionnaire as many as 100 respondents. Test data using validity test, reliability test, analysis using simple linear regression and t test. Based on the results of descriptive analysis of the event marketing variable, it was obtained a percentage of 83.95%, the number was in the very good category, while regarding the brand image variable, it was obtained a percentage of 85.77% that number was in the very good category. Based on the results of simple linear regression, the results obtained Y = 6,439 + 0.728 X. Based on the coefficient of determination test results, it can be concluded that the variable Event Marketing (X) has a significant effect on brand image (Y) at Summarecon Bandung. Key Word : Event Marketing , Brand Image